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Dynamic number insertion (DNI) is a marketing analytics technology that enables businesses to get attribution for the phone calls generated from their digital advertising and website. DialogTech’s SourceTrak™ is the most sophisticated dynamic number insertion (DNI) technology, used by the world’s biggest brands and digital agencies to track and optimize phone calls from website visitors.

How Does Dynamic Number Insertion (DNI) Work?

DialogTech’s SourceTrak dynamic number insertion (DNI) technology works by placing a piece of JavaScript code on your website. Whenever someone visits your site, the code dynamically replaces the phone number on each page with a unique trackable phone number (or phone numbers, for websites listing multiple phone numbers on a page) tied to each visitor, how they found you, and their session.

When they call, SourceTrak captures complete attribution data on the call and caller and makes it available for marketers to view in DialogTech reports. SourceTrak can also pass all the data to your other marketing platforms to improve their value.

Capture the complete marketing source that drove each caller’s website visit, including the channel, ad variation and placement, ad group and keyword search, email, and more.

The Caller’s Path Through Your Website

See each caller’s history with your website, including the entry page, all the content they viewed on your site (and for how long), the page they eventually called from, and their interaction with your site after the call.

Caller Data

Capture who the caller is, their phone number, their geographic location, the day and time of the call, their browser and OS, and more.

What Happened on the Call

Get intelligence where each call was sent, if it was answered, how long the call lasted, and what was said in the conversation.

The Value of the Call

Know if the call was a “good” sales call based on your business’s definition of a quality lead. See if callers from each marketing interaction resulted in appointments, sales opportunities, and revenue.

Why Is SourceTrak the Most Popular DNI Solution for Big Brands?

Ultimately it boils down to scale: DialogTech is the only call attribution platform that can scale to not only capture all the data a big brand requires – but do it affordably. SourceTrak DNI technology has capabilities no one else does, including:

Full Attribution for Every Phone Number

SourceTrak is the only DNI solution to provide complete call attribution data for every call to every phone number displayed on a website. This includes “Find a Dealer” and “Find an Agent” webpages that can display dozens of numbers on a single page, both in listings and in maps.

No Negative Impact on Website Performance

Only SourceTrak uses an asynchronous JavaScript to find and replace phone numbers on webpages. When webpages load, the script runs separately from other elements and therefore does not cause any delay in load time or page load failures, which can negatively impact digital marketing performance.

Accurate Multi-Touch Attribution

If a website visitor comes from one digital source (such as a display ad) but does not call, then returns to the site directly a few days later and places a call, only SourceTrak recognizes the visitor is the same person and attributes the original display ad source information to that call.

No Negative Impact on SEO

SourceTrak was specifically engineered to never violate Google’s NAP (name, address, phone number) consistency requirements. There is no negative impact on a website’s organic search rankings from implementing SourceTrak.

Most Data from the Fewest Numbers

DNI relies on pools of phone numbers to attribute calls from digital marketing. The bigger the pool, the more expensive the service. SourceTrak actively monitors each website session for inactivity and quickly returns phone numbers of inactive sessions to your pool for reuse. This enables big brands with millions of visitors to capture complete attribution cost-effectively.

“DialogTech’s SourceTrak is outstanding. It helps us understand exactly how our marketing is driving calls to each location, so we can optimize our digital efforts.”